Universidad Católica Boliviana "San Pablo"

ABSTRACT The project aims at developing a strategic marketing plan to position the brand Mason Natural and products in the market of Santa Cruz de la Sierra. Mason Natural offers a variety of vitamin products aimed at different market segments for people seeking personal pampering. Among the variety of products it can highlight children's chewable vitamins, multivitamins for skin, hair and nails, fish oil, shark cartilage among others. As the main problem Natural Mason has failed to position their products and their brand in the market of Santa Cruz de la Sierra. The most relevant theories relating to general marketing, strategic marketing plan, consumer behavior and positioning in particular are presented. In market research it highlights that the consumer does haven’t a brand of vitamins positioned in their mind, nor know or consume vitamins Natural Mason line, despite its high demand. Finally a proposal based on a strategic marketing plan to position certain key products to be the first option, adding a program and budget for their implementation.